[Las Vegas] Surfaces kicks off a year that will be filled with tradeshows and conventions, so the pulse here is a good marker for things to come, said exhibitors. For the first time in a number of years, the energy here was real — enthusiastic, aggressive, joyful even.

Russell Grizzle, CEO Mannington Mills, told FCW on day two, “Everybody seems positive. There is a positive attitude coming into the year from retailers and distributors.” He said that Mannington was showing almost 500 new SKUs here in Vegas.

New Armstrong president Tom Mangas noted, “There is a sense of optimism. No one is talking about economics. 2014 is a good year; 2015 to 2016 will be great years. It’s nice to have tailwind.”

Jamaan Stepp at Home Legend said, “These guys all survived the cut,” noting that show traffic was robust but more importantly, representing the strongest of flooring buyers.

It wasn’t that traffic appeared to be all that better than in the past few years, but the hunger for new products on the part of dealers and distributors and the investment in new products and initiatives by exhibitors here at Surfaces was stronger than it has been in a long time.

“People are looking for immediate growth and are willing to invest in new technologies and innovation,” said Aaron Pirner, president and CEO of CAP Carpet and White Oak Carpet Mills.

Exhibitors here focused on targeted initiatives, unique and different product offering, moving forward in integrating technology and working on social media platforms and websites.

Mohawk, a company that has put its money into developing innovative product and processes, reported that its investments are now paying off. After two years in his current position, Brian Carson, president of Mohawk Flooring Business Unit, is more optimistic than ever about the company’s prospects in carpet. “Mohawk has achieved growth in soft carpet, in SmartStrand, Wear-Dated and is now launching Continuum polyester,” he said. “Mohawk invested $500 million in 2013 in existing plants and will do that again in 2014. About $200 million went into carpet operations. We have been successful and will continue to turn investments into enhanced return. Mohawk is fortunate to have the financial strength to be able to invest in good ideas.”

Leading with looks

Exhibitors took measures to boldly change the conversation away from price — the subject of choice during the recession — to visuals.

“The questions have changed on the show floor. The price of the product is no longer the first question customers ask about. Now, customers ask about product colors and visuals,” explained Richard Quinlan, senior director of hardwood products, Mohawk Industries.

Forcing the issue — visual first, installation needs and then price — exhibitors drove that message home visually and through product offerings on the showroom floor. One showroom wall at Mannington, for example, showed wood looks across all platforms. “It’s up to the customer what they are trying to accomplish. They all look amazing,” said Grizzle, noting that the first quarter this year got off to a slow start because of weather across the country but that “people are taking a big deep breath and come springtime, things will be pretty good.”

Quick-Step used the strength of its brand and messaging to layer on a hardwood program called Q-Wood. Like Quick-Step laminate, Q-Wood is based on supplying a unique product through a trusted supply chain of top distributors. The OpuLux finish keeps the flooring from holding scratches and typical wear and tear — special spray “cleans” away scratches and scuffs.

“It’s the audience that Quick-Step knows,” said Harry Bogner, senior vice president of hardwood at Unilin. Rather than being part of the wood line-up offered by the various Mohawk brands, (Columbia, Mohawk) this line is more of a complement to the laminate line — featuring Uniclic locking system and unique design.

In addition to brand expansions, companies looked to partner or leverage sister company capabilities to offer something new and different to the market. Versatrim, for example, addressed the growing LVT market by partnering with IVC to produce custom matching trim and molding for the company’s product line. “There is so much going on in LVT, we are being called for different coordinating product,” said Versatrim’s Tina Keeton Emery. The company partners with other makers as well to feed this growing segment.

Daltile had a lot to offer including the first fruits of the Marazzi acquisition by parent company Mohawk. Several collections are being made in either Marazzi’s Italian facility or the one in Florence Ala. “We wanted to leverage the technology and techniques they offer,” noted Kirk-Rolley. Part of what Marazzi brings is the ability to make sizes like 6 x 36 and 9 x 36.

At USFloors, the concentration was on styling. That’s what carried the company through the recession and, according to Gary Keeble, product and marketing manager, will remain its focus this year. “We always have a good Surfaces, even when the economy has been bad because we’ve been on the interesting end of things,” said Keeble, pointing to a number of the company’s offerings including CoreTec, its engineered luxury vinyl plank and tile line, and show-stopper Castle Combe Grande that featured 9-foot 2-inch long planks.

In the tile category, bigger, longer tiles were the focus. Manny Llerena and Alberto Pacheco of MSI noted that 12 x 24 and larger are growing in sales. They also said that people are becoming more comfortable with the installation on walls and they are seeing more of an expansion of the category at retail.

Congoleum used the show to promote its recommitment to the brand and, according to Kurt Denman, vice president of marketing, “The things that brought us to the dance and what will keep us going. The brand is strong and our design is a differentiator. Also, there is something to be said for not dealing with a small vendor.” Denman added that designer Doty Horn has had a great impact on the strong visuals coming from the company today.

Technology

Technology has become a very important part of the story. It’s no longer simply about product but rather how to communicate the product to the retailer customer and ultimately the consumer.

Quick-Step brought a prototype visualizer to the show that allows consumer to place any Quick-Step product in a photo of their home, take a picture and then share it.

MSI highlighted its Visualizer Tool as well. “We are spending resources, energy and time on showing them what the kitchen looks like,” said Pacheco. MSI supplies tile and stone for countertops, walls and floors so showing the full visual helps show the real possibilities.